Customer Service is Your NEW Marketing

There's no question it's more expensive than ever to acquire a customer or client. Your #1 asset as a business owner is your customer list, names of prospects, and people you know who refer you business (i.e. partners, centers of influence, etc). Mistakenly, these very people are often neglected as your focus may only be on bringing in NEW business, instead of servicing the business you ALREADY have.

Let me share a story with you that strengthens my point.

I just ordered $1100 of lighting from an online vendor. A client of ours recommended their site, so instead of buying my lighting at a cheaper competitor I found EASILY ONLINE WITH A FEW MOUSE CLICKS, I went with this vendor because I needed the job done right the first time. Shipped correctly. All items included. Delivered on time. Everything working. You name it. I own a video marketing company (clearly) and dealing with unreliable vendors costs me money and time I could use more productively.

Like servicing our clients....especially when it comes to lighting I need NOW to make videos for PAYING clients.

Anyway - here's what happened.

I ordered the lighting three weeks ago - paid them $1100.

First, they billed my card, lost my order, and did NOT ship my lighting.

Second, understanding people make mistakes, I called  - concerned - and they promptly processed the order - to the WRONG address.

Third, UPS corrected the shipping error thankfully, delivered my lighting, but 2 weeks LATE. I SPECIFICALLY told the customer service rep I needed the lighting for a client shoot on Friday. She promised it would be there. Of course, it arrived Monday.

Fourth, all of the accessory cords were not included! There was NO instruction manual to set the lighting up, and it cost me a FORTURE in my time to figure everything out. At this time I still cannot get the lighting to work.

Fifth, when I called offering to pay my own money for overnight shipping to rush my accessory kit, the CSR said she did not have the authority to do that. I asked for the manager, who was in a "meeting" - no response. Without asking me, they shipped it using 2 day shipping. Seriously?

If anyone on our staff EVER says to a client 'I do not have the authority to do that' the bloody axe will fall.

Sixth - The head lighting does not fit the stand they sent me. "It should work, I don't know why," said the CSR. Any email with instructions? Any video sent to me on how to use set it up? Of course not......

Anyway, the list can go on with all of the frustrations I've had dealing with this company.

Any apology from the owner? Any refund offer? Nope.

But of course, they have a fantastic online marketing program to bring in new business. Their instructional videos are top notch, website fantastically designed, and they show up #1 in the search results when I look for the model I wanted. Clearly, their outbound marketing to bring in new customers is top-notch.

Needless to say, I'm NOT sending my 50+ video marketing clients an email recommendation to buy their lighting. I will not purchase any more of their products. And I'm writing a permanent post online about this terrible service (which, personally, keeps me up at night about someone potentially creating VyralMarketingSucks.com and it showing up ABOVE our own website someday).

By the way, want to see how EASILY angry customers can destroy your business ONLINE? Rick Santorum is running for president. Google 'Santorum' and check out the #1 search result. That can happen to you. 

There's a great wikipedia post a few pages down on the search results that explains how this was done.

Anyway, I'm not one to burn bridges, as we all make mistakes in business. I'm guilty as anyone and I'm VERY thankful for our clients who work with us through these mistakes. I've refunded many a monthly fee.

But I'm writing you this blog post because this story clearly proves great marketing is NOT simple lead generation, but rather creating an experience for your EXISTING customers so they buy more from you, buy more often, and refer business to you.

"But no Frank, I won't do that - I can't track the ROI!"

Fools......

Don't put all your marketing dollars in lead-generation. 

Higher better staff, train them, and give them an expense account to solve customer problems immediately. Upgrade your customers to faster shipping when they don't expect it (i.e. Zappos). Include something in the order they did not expect to add value. Place a phone call follow up 1 week after orders to make sure everything arrived. Hire a 3rd party to conduct a blind survey and bonus your CSR's based on the feedback. These are all marketing investments.

Are you making any?

Now off to figure out my lighting on a Saturday....